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Thursday, March 9, 2017

Sometimes, a salesperson notices that the first option the customer wants to consider isn’t quite right. This is when, according to trainer Mark Zokle, it is a perfect time to implement an Alternative Closing strategy. In the following Q&A, Zokle explains what this means and how you can use it in practice every day.

Q: How many alternatives should I offer my customer?Mark Zokle: Ideally, you want to limit visible choices by no more than two or three. For instance, if you are selling farm equipment, point out your bestselling tractors and skip over low-end models. If they ask why you’ve moved toward the more expensive items, explain to them briefly that those you skipped over are ones that you would not trust yourself, or that they wind up costing just as much when you add additional options that are standard in the better versions.

Wednesday, February 22, 2017

There is a reason that salespeople have a reputation for being fast talkers, says industry veteran Mark Zokle. Zokle explains why that is, and how the Rapid Fire approach benefits seasoned sales agents.

Q: What is the Rapid Fire sales technique?Mark Zokle: This is a way of speaking that sparks a quick dialogue and discourages overthinking. It is often done with enthusiasm, especially when the buyer will truly benefit from the purchase. The salesperson will speed up the conversation with short bursts of information and closed questions.

Q: Can you give an example of dialogue characteristic of this method?Mark Zokle: “Are you comfortable? Great. Now, let’s get to business. There are only a few models left and we don’t have much time before closing. You like the SUV in silver? Great choice.” At this point, the salesperson has made it clear that they are interested in the buyer’s comfort, they value the buyer’s time, and are laser-focused on what the buyer has expressed interest in.

Tuesday, January 10, 2017

There are hundreds of different sales tactics but few are as effective as the IQ close, according to marketing expert Mark Zokle. Here, Zokle shares answers to a few common questions about the IQ Close.
Q: How can I implement an IQ closing tactic without making my buyer feel intimidated or unintelligent?Mark Zokle: The goal is to help your buyer understand that the sheer act of even considering the purchase makes them a just a little bit smarter than everyone else. Once they begin to feel self-confident about their decision, offer them examples of how other intelligent people have made that particular purchase.

Q: When is this strategy most effective?Mark Zokle: In this case, it is a particularly useful way of helping people ease into purchases involving technology. Many people shy away from advanced technology purchases because they feel intimidated by something new. But you can help them overcome fears and misgivings by explaining how simple the touch screen computer is to operate or demonstrating how voice controls are more accurate and faster than before. Show them ways the new product is similar to what they are already using, and they will be less likely to object.

Wednesday, August 17, 2016

Performance incentives are an exceptional way to promote friendly competition between employees, says Mark Zokle. In light of recent revelations at Wells Fargo, however, the sales and management expert discusses a more appropriate way to reward employees for a job well done.

Q: Why did Wells Fargo’s incentive program motivate greater than 5,000 employees to open fraudulent accounts?

Mark Zokle: Wells Fargo then-CEO John Stumph set unrealistic goals for his lowest paid employees barely making enough base salary to feed their families. In this case, employees were pressured to open eight new accounts each day – and those who fell short were forced to work on their days off. Stumph was informed of the problem more than a decade ago, when he first took office. His failure to proactively adjust company policies directly led to his downfall.

Thursday, July 14, 2016

Love it or hate it, email is one of the most important communication methods in today’s business environment. In the following post, Mark Zokle lists the top three ways to transform this basic technology into a powerful sales and marketing tool.

1. Understand the blurry line between sales and marketing and make them work together.

According to Mark Zokle, sales and marketing used to be two completely different ideas. Marketing was responsible for sending dazzling emails in the hopes of turning a cold buyer into a hot new customer. Sales was relegated to taking these warm leads and running through a series of procedures to get them qualified. Today, however, sales and marketing can work together to send emails that both capture attention and streamline the buying process.

Tuesday, June 21, 2016

Communication is vital in sales but how it’s executed plays a huge part in your success. Here, Mark Zokle shares a few words of wisdom on getting to know clients better and how to engage without sounding overbearing.

Q: Why is it so hard to get clients to return my emails and phone calls?

Mark Zokle: Sales and marketing messages typically have about a 2% response rate, but a lot of that has to do with presentation. Correspondences that are more about the product or service being sold often come across as little more than a sales pitch. But when an email focuses on non-promotional materials, the response rate jumps to 40%.

Wednesday, May 11, 2016

Each day, countless workers are replaced by machinery and automated processes. While this may offer a level of efficiency that humankind can never match, it is these very humans that will be vital to the future of sales. BCI Acrylic, Inc. National Sales Manager Mark Zokle explains why machines will never be closers.

Q: How has technology changed the face of the workforce in the United States?

Mark Zokle: Today’s technology is capable of doing things never before thought possible. For example, some auto manufacturers are rolling out self-driving cars for the 2017 model year. Manufacturing facilities use robots for menial tasks and computer programs automatically manage many companies’ financial transactions, employee records, and even perform other clerical duties.

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About Mark Zokle

As the National Sales Director for Illinois-based BCI Acrylics, Inc., Mark Zokle is wholly immersed in the home improvement industry. Zokle takes great pride in his position and stays continually abreast of the latest trends in the market.

Mark Zokle is an expert sales development professional who has trained over 10,000 representatives throughout the span of his career. Since 1985, he has been responsible for wholesale product deals in excess of $100 million.

A dedicated professional, Mark Zokle has served at BCI since 2011. BCI is the parent company of Bath Planet and Luxury Bath. It is one of the nation’s largest independent manufacturers of quality acrylic bath and shower products.